Australian retailer lines up pitch list after Saatchi dispute

SYDNEY -- David Jones Ltd retail shopping group has asked 11 agencies, but not incumbent Saatchi & Saatchi Sydney, to pitch for the $10m television component of its $15m marketing account.

Saatchi, which was temporarily suspended from the whole business last month, continues to handle DJ's print and radio advertising.

Saatchi's television campaign, using a Dalmatian dog which resembled DJ's distinctive chequered black and while packaging, was successful in communicating the retailer's previous strategy and direction, says Peter Wilkinson, DJ's chief executive, "but we are now headed in a new direction and we are looking to work with a new agency to assist us in this."

It is understood that Saatchi threatened legal action against DJ's for breach of contract when it was suspended by the newly-appointed Wilkinson, but that the legal dispute has now been solved.